Numbers have dipped for long standing surf brand Animal in recent years, critics stating that the brand had somewhat lost its way. But Chief executive Dominic Langan has other ideas, he is taking Animal back to its technical roots and has the ambitious plan to grow it into a £100m-turnover business.
In an interview with The Drapers, Langan explained that
The market was changing and Animal hadn’t moved on with its customer
Sales were flatlining. There was no negativity towards the brand; people just weren’t buying it any more. It had got a bit stale
Dominic Langan took the helm about a year ago, and has spent a lot of his time with the Animal design team in stores. He is creating a total refocus on what Animals core customers want; contemporary, everyday clothing that uses innovative, technical fabrics.
The Animal team has been working on more up to date designs, contemporary fits and innovative fabrics to elevate the aesthetic of the brand, focusing first on the brands 30th anniversary limited edition collection. According to The Drapers, Animal sales were up 0.2% from the following year by the end of 2016, and Langan has big plans to grow the current £30m sales to £100m by 2021.
Langan went on to tell The Drapers
I went in with a more negative view of the product than it probably deserved
There was good stuff being designed, but it was all being dictated by the retail and wholesale buy, and they were playing it safe
The spring/summer 17 collection really starts to give a first glimpse of what Langan and his team have been trying to achieve at Animal. There has been a real focus on the technicality of products, that use innovative waterproof and breathable fabrics. Langan states that Animal is
targeting a younger audience with an active lifestyle, who have an understanding of technical fabrics
We expect to get a full glimpse of the brands new ethos in their 26-piece 30th anniversary limited collection, which will be available from May. However Langan told The Drapers that it will be the Autumn collection which will be the real turning point for the brand, where he has been given a good amount of control and feels the product is going in the direction he wants.
However, Langan says the autumn 17 ranges, which drop in July, will be the real turning point:
That’s where we’ve had a reasonable amount of control. We feel we’ve got the product going in the right direction